Designing the UA Process CasualConnect

Who is talking?

Dr. Hanno Fichtner

 Co-Founder & Partner HitFox
Group
 Heading AppLift US

 Acquiring millions of users per
month for 150+ games

Dr. Hanno Fichtner – AppLift – Berlin | San Francisco | Seoul – www.applift.com

1

The 3 waves of paid User Acquisition

Top charts
Goal

Lowest CPI

ROI positive

Top position

High volume

LTV > CPI

Pricing

Flat fee

CPI

aCPI

SDKs

No SDK

Many SDKs

Few SDKs

Ad type

Incentivized
2011

Non-incent
2012


Non-intrusive
2013+
2

How to buy ROI positive traffic

Tracking setup

App Store
optimization


Traffic buying

3

Tracking setup

Campaign Tracking

In-Game Tracking

Attribution of installs to
paid and non-paid channels

Tracking of in-app events to
measure and analyze user
behavior

Methods: Fingerprinting,
IDFA
Players: MAT, Ad-X, Kochava,
Adeven

Players: Kontagent, Google
Analytics, Flurry

Common identifier needed to match channels with in-app behavior

4

KPI’s for in-game tracking
1. Retention

• Day 1-7, Day 14, Day 28, Day 30, Day 90, Day 365
• DAU: Daily Active Users
• DNU: Daily New Users

1. Monetization

• ARPU = total revenue / #users
• ARPPU = total revenue / # paying users
• Monetization rate = % of users that made in-app purchases

1. Engagement

• Average time in app / session
• Total daily sessions / DAU

1. Virality

• K-factor = viral growth rate per-user
• Trackable: Social Media, Referrals, Invites etc.
• Non-trackable: Word of Mouth


5

The in-game KPI‘s in the User‘s
Lifecycle



Tracking setup

App Store
optimization


Traffic buying

7

ASO basics: Sticking Out and Closing the Deal

1. Discoverability
Optimizing your presence on
the app stores through the
Search Function
• Title
• Keywords: MobileDevHQ,
Searchman, AppCod.es
• IAP Items
• Understanding the specificities
of each app store is key


2. Conversion
Closing the Deal once
your game has been
discovered
•
•
•
•
•

Icon (Google Play)
Conversion Funnel
Click stages (80/20 rule)
A/B testing the screenshots
Ratings

8

The Conversion Funnel


Screenshot/Icon A-B testing for iOS

Atmio
Sparkpage

10


Tracking setup

App Store
optimization


Traffic buying

11

Find the right traffic sources
It is critical to understand and identify the best traffic
sources for your target gamers
In app
In game
Mobile Web


12

Address the gamers appropriately
Find the best performing way to reach the audience
and address your potential new gamers
• Performance based
Pay for new gamers on a risk-free CPI, optimize the
channels based on eCPI
• + Non-incentivized
Understand if a higher chart position really pays off or
if a sustained campaign has better returns

• + Non-intrusive (detailed)
Ensure that your game is presented in the best
possible way

13

Examples of non-intrusive
integrations
Tailor the use of ads and promotions to your product,
gameplay and enrich the user experience

If done right, non-intrusive ads can show average CTR’s of 13%, Conversion
rates of 16% and result in eCPM’s of 33 USD for the publisher

14

How to optimize traffic quality

Effective CLV = CLV of one
user x k (specific for traffic
source) must be higher than
eCPI

eCPI (effective CPI) takes into
account all the costs induced by
the acquisition of one user as well
as the K-factor (organic traffic)


Customer Lifetime Value and ARPU

Customer Lifetime Value is
Average Revenue Per User * Persistence of the user over time
(Persistence/Retention being the opposite of Churn)
This metric can be applied to all kinds of relevant cohorts (acquisition
channel, date of install, geography, demographics etc.)
The two main factors influencing CLV which need to be estimated are:
• ARPU
• Retention

Modeling CLV

RDk = retention rate on day k
ARPDAUk = Average revenue per daily active user on day k

Retention
50%
40%
30%
20%
10%
0%

D1 D3 D5 D7 D9 D11 D13 D15 D17 D19 D21 D23 D25 D27 D29

What does this mean for your launch timeline?

4 weeks before
submission

2 weeks before
launch

Game is live!

• Integrate install
tracking SDK and
in-game tracking
SDK

• Set up campaigns
with traffic
partners
• Prepare creatives
• Set up tracking

• Review in-game
events
• Optimize eCPI‘s
for traffic source
and estimate CLV


BACKUP


19

Wave 1: Buy a chart position
“Can you guarantee a chart position?”


20

Wave 2: Buy volume on CPI
“Give me as many installs as possible
for this CPI!”
 No tracking beyond the install
 CPI adjusted based on happiness
with volume


21

Wave 3: Buy ROI positive traffic
“I will only pay as much as the user is
worth in my game!”
 Track the quality
 CPI adjusted based on quality
delivered


22

Examples of non-intrusive
integrations


23

Designing the UA Process CasualConnect

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